By showing customers exactly where each of their purchases come from, fashion is tackling its transparency and sustainability issues

Customers today are more than curious about where, exactly, their apparel comes from. Thanks to improvements in technology and sourcing, this information is now possible to offer to shoppers in striking detail.

This end-to-end transparency concept essentially means that retailers delineate exactly how and where products come to be, detailing everything from the production, pricing and policies to ensuring product authenticity. And with sustainability only becoming more popular, brands that offer radical transparency are more likely to connect with purpose-driven consumers. Here's how leading fashion brands are doing so thanks to technology like QR-enabled labels and cloud-based machine learning.

H&M 
Swedish fast-fashion brand H&M leveled up its transparency effort by listing extended details for every garment on its site, from materials used to the factories they were produced in. In-store customers can access the same information by scanning the product's tag using the H&M app.

H&M

Alyx 
Streetwear brand Alyx is using blockchain and a smart QR label, developed in collaboration with packaging company Avery Dennison and software company EVRYTHNG, to allow consumers to access information about an item’s journey from creation to sale. The initiative allows Alyx to improve traceability and monitor sustainability credentials:

Google x Stella McCartney x Current Global
Luxury fashion label Stella McCartney, tech giant Google and innovation consultancy Current Global created an experiment to build data analytics and machine learning tools to provide fashion brands with greater visibility on their environmental impact and end-to-end transparency. The tool allows brands to measure the impact each raw material contributes to concerns such as air pollution, gas emissions and water scarcity.


Lead image: H&M

Customers today are more than curious about where, exactly, their apparel comes from. Thanks to improvements in technology and sourcing, this information is now possible to offer to shoppers in striking detail.

This end-to-end transparency concept essentially means that retailers delineate exactly how and where products come to be, detailing everything from the production, pricing and policies to ensuring product authenticity. And with sustainability only becoming more popular, brands that offer radical transparency are more likely to connect with purpose-driven consumers. Here's how leading fashion brands are doing so thanks to technology like QR-enabled labels and cloud-based machine learning.